Centacare Breaks Down Perceived Foster Care Barriers via SAUCE. The Creative Agency

Film 1: The Feeling is Mutual

Centacare Breaks Down Perceived Foster Care Barriers via SAUCE. The Creative Agency

With the increasing need for foster carers in South Australia, Centacare has launched a campaign created by SAUCE. The Creative Agency to help overcome perceived barriers by those considering becoming a foster carer.

Today, there are almost 5000 children in care who need a stable home environment. Many would have experienced some form of trauma previously too.

Foster care can be a positive and transformative experience for children, providing an environment where they can feel safe and supported to learn, grow, and shape who they are in the future.

Unfortunately, many who are interested in becoming foster carers rule themselves out because they don’t think they fit the criteria based around their personal circumstances.

“While there is an assessment process, many potential foster carers mistakenly believe that factors like their age, sexual orientation, relationship status, or whether they rent their home, will automatically disqualify them. This simply isn’t true. What matters most is their ability to provide a safe, stable, and nurturing environment where a child can grow and thrive."

said Alicia Remedios, Assessment Manager for Centacare Foster Care.

“With so many children needing care, we wanted to break through the uncertainties and encourage more people to consider the role of foster caring to help vulnerable children,”

said David Ormston, Co-Creative Director, SAUCE. The Creative Agency.

“Almost all new parents question their own ability to provide quality care. We wanted to show that for foster carers, this uncertainty comes with additional questions - will they like me? Will they think I’m trying to replace their biological parents?”

said Tom Ootes, Managing Director and Agency Principal, SAUCE.

“The child is the most important person in the foster care process. Showing that the uncertainty felt by the carer is also experienced by the child, was an important part of the story,”

said Michael Gagliardi, Co-Creative Director, SAUCE.

The campaign is supported by a second film created to address the need for Reunification Foster Carers. Reunification Foster Carers support children until their biological family is in a position to be reunited with them but often remain involved in their lives thereafter.   

Film 2: The Swing

“We thought that the seamless transition from carer to parent via a playground swing was a simple and heartwarming way to demonstrate reunification,”

said Ormston.

“We have really valued working in partnership with SAUCE and are delighted with the campaign, especially with the videos. We feel that the videos reflect authenticity and will resonate with community, striking a balance of the realities of foster care and the important role foster carers play."

said Amalie Mannik, Executive Manager for Centacare's Children Services Unit.

The Centacare campaign rolls out in South Australia across social, digital, BVOD and cinema. 

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Credits

Client:

Centacare

Marketing and Communications Officer - Danielle Lentini

Assessment Manager - Alicia Remedios

Recruitment Officer - Claire Davies

Executive Manager Children Services - Amalie Mannik

Creative:

SAUCE. The Creative Agency

Managing Director and Principal - Tom Ootes

Creative Director - Michael Gagliardi

Creative Director - David Ormston

Account Director - Hafsa Qureshi

Production:

Producer - Emily Dawe

Director/DOP - Nick Frayne

1AC - Jake Cooper

Gaffer - Nic Datson

Editor - Jarrod Knoblauch

Sound Design - Scott Illingworth (Seeing Sounds)

Photography - Neasan McGuinness